Land and expand
A small first purchase, then growth through more seats, more usage, or more products in the same account.
Counts as evidence: Net dollar expansion or retention disclosed, or the company names land and expand as its model.
Who ran it
Zoom · Sales routed by deal size, land and expand · 2016 to 2020
Land and expand PrimaryZoom often started in one line of business and spread across departments, which it called land and expand. Its trailing 12-month net dollar expansion rate was 140% at January 2019.
Zoom · Enterprise platform and AI · 2021 to now
Land and expand SupportingEnterprise net dollar expansion fell from 152% in fiscal 2021 to 98% in fiscal 2026. The 10-K blames slower hiring and seat downsells at existing customers.
HubSpot · Free to Enterprise on one platform · 2018 to 2022
Land and expand PrimaryHubSpot described a platform that starts free and grows with the customer, from a team of two to 2,000. By 2021, growth in revenue per customer came mainly from Professional and Enterprise demand.
HubSpot · Beyond search: owned media and answer engines · 2022 to now
Land and expand PrimaryUpmarket deals and seat upgrades drive revenue per customer: the CEO said 25% of Pro and Enterprise customers on the seats model had added core seats.
Cursor · Enterprise push and consumption pricing · 2025 to now
Land and expand SupportingThe CEO calls teams the atomic unit Cursor serves. A customer quote on the enterprise page describes adoption growing from 150 to over 500 engineers.